MCN Programmatic TV Expands With Videology Partnership

MCN Programmatic TV Expands With Videology Partnership
SHARE
THIS



Global TV and video advertising software provider, Videology, will be the next tech vendor to partner with MCN’s Programmatic TV platform and gain access to highly segmented audience data under a new open platform arrangement.

The expansion of MCN’s programmatic solution follows the success of the company’s world-first partnership with AOL Platforms in 2015, and is the industry’s first programmatic private marketplace for television. MCN Programmatic TV allows media agencies and advertisers to buy premium, brand safe, traditional linear (broadcast) TV advertising spots through a private exchange. The platform provides efficiency using MCN’s automated booking system, Landmark. 

The new partnership will see Videology’s interface integrated into Landmark. It provides their agency partners with the ability to trade at their rapid speed of business, plus trade against Multiview’s – highly targeted consumer segments, which extend beyond traditional demographics. Multiview is Australia’s largest and most accurate audience measurement panel, drawing on rich viewing behaviour of a 200,000 homes and matched with actual purchase data. 

Scott Ferber (pictured above), founder and CEO, Videology said: “In the last decade, data has become a keystone priority for advertisers. We’re thrilled to partner with MCN and bring their data-enablement to Videology’s TV platform. MCN advertisers can now run campaigns using our interface against the same premium content they’re accustomed to, but with audiences segmented beyond traditional age/gender demographics. This, coupled with workflow automation and increased transparency, is a huge step forward for Videology’s agency partners. We look forward to a fruitful partnership as we move to the ultimate goal of true cross-screen convergence.”

MCN Chief Sales and Marketing Officer, Mark Frain said the move to open up the platform allows more Australian advertisers and agencies to perform highly targeted, data-driven audience buying, and deliver real-time analytics and audience insights across the network. 

“Our significant investment in technology platforms such as Landmark, MCN Programmatic TV and Multiview across the past five years sets us apart within the Australian and global media industry. And we’re continuing to push the envelope by providing our programmatic platform to multiple vendors – we’re one of the first to do that here in Australia,” Frain said.

“MCN is committed to delivering high performance innovation to its partners. Having a strong ecosystem of vendor partners leveraging the MCN programmatic platform is a win for agencies and audiences. We are delighted one of the world leaders in advertising, Videology, is on board, further strengthening the value of MCN Programmatic TV.

“MCN has seen significant interest from our partners since we launched our programmatic platform, and the number of brands utilising MCN Programmatic TV has been steadily growing as they achieve strong commercial outcomes. In 2017 MCN will extend its market leading position in Programmatic TV with a number of technology innovations, which will continue to deliver advertisers next level value.”

Earlier this week MCN also announced an expanded set of tradeable Multiview audience segments in collaboration with AOL. The increased segments, 15-47, are available through AOL’s new global self-service programmatic TV buyer platform, ONE by AOL: TV.

Please login with linkedin to comment

Give Me 5 for Kids Zoo

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]